The Mamacita Cut
Client / Year
Campaign for HBO Max LATAM
Set 2021
Role
Creative Direction
About
"Hating Mamacita is so last February." And it was with that in mind that we brought Karol Conká to promote The Suicide Squad on HBO Max. Behind the fame of "villains," the characters in the movie have a story, a sense of justice, and above all, a sense of humour. Karol has all of that too, and life is too short not to recognize how iconic and crazy this lady is. It wasn't easy to put this project out there, but it was worth it. It took the internet by surprise and it was an instant success. This campaign was the first one Karol did after leaving Big Brother Brazil with a 99.9% rejection rate. It was a bold move by HBO Max to hire her, but it worked perfectly for both sides. Karol had a new opportunity for screen time, adding humor to her journey as a "villain" on Big Brother, and HBO Max pleasantly surprised Brazilian fans with a tailor-made campaign for Suicide Squad.
"In addition to enjoying the movie, I loved the lighthearted nature of the script. The character, despite being inspired by Viola Davis' character, fits perfectly with my personality and the catchphrases that I spontaneously created or became known during my time on Big Brother Brasil. It was a light and authentic way to reference this difficult moment in my journey but with a freshness and a look towards the future. I liked the cleverness in the script. I was very well received by the entire team, and the atmosphere on set was outgoing; we had good laughs," Conká says in an exclusive interview, justifying the reason for accepting the partnership with HBO Max.
This campaign was the first one Karol did after leaving Big Brother Brazil with a 99.9% rejection rate.
Se as pessoas soubessem o que rolou nos bastidores do novo #EsquadrãoSuicida meses atrás, ficariam surpresas. Apresentamos #TheMamacitaCut, a história por trás dos melhores anti-heróis do ano ft @Karolconka. pic.twitter.com/xPOsiBCfhi
— HBO Max Brasil (@HBOMaxBR) September 13, 2021
